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Does your brand have \'brand energy\'?
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Brand Energy
Jonathan PosnerDirector, Sparkworks
www.sparkworks.uk.com
crumbly, flaky chocolate?
www.sparkworks.uk.com
A fusion of the target
audience’s emotional truth with the
functional delivery of a product or service
www.sparkworks.uk.com
emotional truthResearch / dataKnowledgeLogic
IntuitionEmotional connectionInsight
www.sparkworks.uk.com
luxurious indulgenceI want to feel better when I’m downI want to feel sexyI want to be taken out of my humdrum day
www.sparkworks.uk.com
accessible refreshmentI need refreshment I can rely on
When I want refreshment I want it nowI want to know I’ll enjoy the taste
www.sparkworks.uk.com
everyday indulgenceI like to be pamperedI like to feel specialI want to be understood
www.sparkworks.uk.com
unfussy functionalityI just want a phone that actually works
I want to make my life easier
I want to be entertained when I’m bored
www.sparkworks.uk.com
when emotional truth is met by effective
delivery
brand energy
www.sparkworks.uk.com
get it right and...The brand is energised – it takes on it’s own character
It has meaning
It grows in value
www.sparkworks.uk.com
presented as words & images
www.sparkworks.uk.com
presented consistently
www.sparkworks.uk.com
owning the space
www.sparkworks.uk.com
bigger than its owner
www.sparkworks.uk.com
think about your brandWhat emotional truth does it meet?
How effectively does it meet it?
Is it presented consistently?
Does it own the space?
Is it bigger than you?
www.sparkworks.uk.com
does your brand have
brand energy?
All brands shown in this presentation are for illustrative purposes only. No relationship between Sparkworks and the brands / products shown is intended or should be implied. All brand devices, images and logos are copyright to their respective owners. Any strategic marketing and positioning statements made in relation to the brands shown are the opinion of Sparkworks and should not be taken to imply that these are approved by the brand owners in any way.
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